Presentation Transcript

1. Pamro 2013considerations for media measurement

   Craig Johnson – Managing Director, Media, SA Candice Ulrich – Data Acquisition Lead, TAMS, SA
2. abstract An Advertising medium only achieves its commercial potential if an accepted standard for market measurement exists.
3. The world population is growing rapidly But not evenly 2000 2025 1950 2050 1975 2.5bn 4.1bn 6.1bn 8.0bn 9.2bn Source: World Bank and United Nations
4. The Emerging markets opportunity Leading companies in the developed world earn just 17% of revenue from emerging markets By 2025, the consuming class will swell to 4.2bn accounting for 50% of world consumption spend By 2025, EM’s = 50% of world consumption Consuming Class Daily disp income >= $10 p/d Below Consuming Class, <$10p/d Developed Markets * Share of Revenue – 100 of the world’s largest companies headquartered in Developed Economies Source: McKinsey Company Financials analysis
5. Market strategy for entry into Africa Audience measurement is a critical component in planning and measuring the communication strategy of any marketer INNOVATION SHOPPER MARKETING EFFECTIVENESS MARKET LANDSCAPE SEGMENTATION DISTRIBUTE & EXECUTE RETAIL AUDIENCE MEASUREMENT IDENTIFY DESIGN COMMUNICATE
6. Si(E)ze the opportunity Plan the aspects of entry or growth Demographics Segments Media Owner City Concentration Lifestyle Urbanisation Behavior Product Usage GDP, Income, Spend Needs Media Usage Population
7. Define WHAT IS possible Achievable if you reach and resonate in the right way Media (OOH, broadcast, digital) Infrastructure Role of price/ promo Messaging (word of mouth) Universe Size & trade characteristics Trust (advertising, retail, community, consumer) Marketer Supply Chain & RTM Regulation Channel Structure (modern vs traditional) Mobile & Social
8. An unmeasured medium is an undervalued medium Allocation Quantifiable Fall short of potential Individual ad price increase + total spend
9. cinema advertising in the united states Case Study Pre 2003 no standardised measurement Data lacked demographic & behavioural details Cinema Audience Measurement (CAM) Revenue growth from ad sales grow
10. Outdoor advertising in the united kingdom Case Study Pre 1995 a multiple of metrics existed Vehicle based not people OOH was only growing at 7% per year Postar established to develop a standards and co-operation Number of people / travel patterns tracked via a panel Increased attention from National Advertisers 1998 55% Growth in Ad Spend 1995 twice as fast as the overall ad market
11. SPANISH tv channels in the united states Case Study Specific Audience measurement in a market. Spanish-language broadcasters saw immediate benefit when the Hispanic Television Index was created in 1993. Previous to this door-to-door polling, by broadcasters. After 1993 ad revenue grew by 65% over the next two years.
12. Viewing of Spanish channels in the us
13. Global ad spend by region Year on year % change (2011/2012) Source: Nielsen Global AdView Pulse Lite Q3
14. Global ad spend by media type Year on year % change (2011/2012) Source: Nielsen Global AdView Pulse Lite Q3
15. Requirements for an effective media currency
16. Organisation of the industry players to participate in the implementation and maintenance of a market relevant media currency. Research approach and execution must produce the best possible assessment of the audience for the medium: Population statistics and updates Sample design and sample sources Data collection methodology Data Processing and analysis tools Data users (media research departments at broadcasters, agency staff, marketers) understand the implications of the audience measurement method to effectively trade in the currency.
17. Types of TV audience measurement structures
18. Currency data delivery is standard (Uniform “Gold Standard”) and easily available to function as the basis for audience delivery guarantees made by media companies to advertisers for ad inventory sold. Audience analysis software must be built into the core buying systems of agencies.
19. No single industry player should dictate changes. Independence assures advertisers that audiences are reported accurately and without bias. Independence increases the credibility and validity of the measurement over time. Media stakeholders must share the responsibility of regular reviews and enhancements to the currency methodology.
20. The research method and execution must be conducted in a fashion that complies with global and local laws and codes of conduct. The research must be executed and reported in a manner that is sensitive to the local culture. All research respondents must participate in the research voluntarily and their confidentiality respected. Investment as necessary to ensure that the panel is a truly accurate representation of the public with regards age, gender, minority representation, and so on.

21. Data collection options for tams

22. Electronic Data collection options & hybrid panels in a multi-channel environment Return Path Data Panels Peoplemeter Panels Code Reader Panels OBJECTIVE IS TO: Reduce zero ratings Stablise measurement
23. CODE READER DESIGN FEATURES SIMPLE DEVICE Power Cord Only NON EVASIVE PANELIST INSTALLATION VERY COMPACT LOW COST DATA ACQUISITION 26